By Hassam Nasir
Publication Date: 2026-03-28 14:50:00
Microsoft’s Xbox has made some questionable marketing decisions lately, and new CEO Asha Sharma is trying her best to clean up the mess left behind. Following a report earlier this week suggesting she was quietly trying to scrub the controversial “This is an Xbox” campaign from the internet, a Microsoft spokesperson has now confirmed it officially.
The anonymous spokesperson confirmed to Windows Central that the company is putting the towel on the controversial marketing campaign. Sharma ended it because it “didn’t feel like Xbox,” and is now “personally leading a reset of how we show up as a brand.”
Asha retired ‘This is an Xbox’ because it didn’t feel like Xbox. She is personally leading a reset of how we show up as a brand.
For those who haven’t been following it, Xbox rolled out the This is an Xbox campaign in November 2024, linked to then-president Sarah Bond. Microsoft used it to promote Xbox as an everywhere brand, pushing the idea that you can play Xbox games on a…
